Global marketing management : cases and readings

著者

• Buzzell, Robert D. (Robert Dow)
• Quelch, John A.
• Bartlett, Christopher A.

書誌事項

Global marketing management : cases and readings

[edited by] Robert D. Buzzell, John A. Quelch, Christopher A. Bartlett

Addison-Wesley Pub. Co., c1995

3rd ed

注記

Includes bibliographical references

内容説明・目次

内容説明

This revised edition provides a wide collection of case studies and ratings in international marketing. The authors, authorities in the field, focus on companies - such as Hoover, Fisher-Price and The Body Shop International - with bases around the world. Taking a global approach, features of this edition include: new cases covering corporate social responsibility in an international context and in a hyper inflation economy; cases and readings on marketing products in Eastern Europe; and coverage of special issues in global marketing such as marketing in the Third World. This work is intended for students taking an advanced course/MBA in International and Multinational Marketing.

目次

• Part 1 Designing strategies for global competition: readings - the globalization of markets, Theodore Levitt, global strategy in a world of nations, George S. Yip, managing in an orderless world, Kenichi Ohmae
• cases - Ingvar Kamprad and IKEA, Christopher A. Bartlett and Ashish Nanda, Grupo Televisa S.A. de C.V, John A. Quelch and Jonathan J. Ginns, Mary Kay Cosmetics - Aslar market entry, John A. Qulch and Nathalie Laidler. Part 2 Global marketing programmes: readings - can you standardize multinational marketing?, Robert D. Buzzell, customizing global marketing, John A. Quelch and Edward J. Hoff
• how multinationals can counter gray market imports, S. Tamer Cavusgil and Ed Sikora, can sales promotion go global?, Kamram Kashani and John A. Quelch
• cases - Hoover - multinational product planning, Robert D.Buzzell and Jean-Louis LeCocq, Henkel Group - umbrella branding and globalization decisions, Robert J. Dolan, Milkpak Limited - international joint venture, John A. Quelch and Afroze A. Mohammed, Fisher-Price Benelux, Robert D. Buzzell et al, Kentucky Fried Chicken (Japan) Limited, Christopher A. Bartlett and U. Srinivasa Rangar. Part 3 Organizing and controlling global marketing operations: readings - the new country managers, John A. Quelch
• organizing for worldwide effectiveness - the transnational solution, Christopher A. Bartlett and Sumantra Ghoshal
• cases - Nestle S.A. - international marketing, John A. Quelch and Edward J. Hoff, Procter & Gamble (Europe) - Vizir launch, Christopher A. Bartlett, Citibank - marketing to multinational customers, Robert D. Buzzell. Part 4 Special issues in global marketing: readings - after the wall - marketing guidelines for Eastern Europe, John A. Quelch et al, pharmaceutical marketing practices in the Third World, N. Craig Smith and John A. Quelch, opinion - should multinationals invest in Africa?, John A. Quelch and James E. Austin
• cases - The Body Shop International, Christopher A. Bartlett et al, Harlequin Romances - Poland, John A. Quelch and Nathalie Laidler, Weissberg Gmbh, John A. Quelch, Ciba-Geigy Pharmaceuticals - Pharma International, N. Craig Smith and John A. Quelch.

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詳細情報

• NII書誌ID(NCID): BA2486984X
• ISBN:
  • 0201539721
• LCCN: 94020690
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Reading, Mass.
• ページ数/冊数: x, 686 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HF1416
  • DC20 : 658.8/48
• 件名:
  • LCSH : Export marketing -- Management
  • LCSH : Export marketing -- Management -- Case studies